Adidas “Show Your Resolution!” Project

Adidas campaign strengthens brand image while “teaming up” for a common good with fans and the national soccer team

In preparation for the 2010 FIFA World Cup South Africa Asia Preliminary, Adidas has created a campaign combining mobile and PC websites as well as in-store marketing with digital signage to link the brand tighter with the massively popular national soccer team.

Called the “Show Your Resolution!” Project, Adidas describes the goal of the campaign as one to “unify players and fans in the fight towards victory in the World Cup.” By visiting the campaign’s mobile site, which can be accessed through a QR code displayed on the Adidas PC site, soccer fans surrender their email addresses in order to post supportive and encouraging comments for the national team, as well as have a mobile phone wallpaper with the team’s emblem, a three-legged bird, displayed on it. The user-contributed comments, or “resolutions” as termed by the campaign, are displayed as animations on the Adidas PC site, as well as presumably sent to the players.

After registering with the site, fans will periodically get animated graphics sent to their phones with “resolutions” supposedly sent by the national team players. Starting at the end of May, fans who registered and received the campaign mobile phone wallpaper can visit one of several participating Adidas stores nationwide and experience the second half of the campaign through a “campaign monitor” or digital signage display. By touching a mobile phone with the three-legged bird emblem displayed, users can make fan-contributed resolutions appear and animate on the screen.

The campaign runs until the end of the 2010 World Cup Asia Preliminaries on June 17.

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